How to Create Product Pages: Optimising Content to Sell More
Are your product listings making any sales? Here are Ozzca’s tips on how to create optimised product pages that can help you sell more.
Product pages are the online versions of display windows and store racks. It’s how customers decide whether they want to buy from you. If the product title and details don’t offer much information, then customers are likely to look for another store to shop from.
One of our tips to win on marketplaces is to follow the standards in creating product pages. This involves optimising product titles, writing clear product descriptions, and using high-quality product images. In this blog, we’ll talk about how to create product listings and how optimising content helps you sell more.
Optimising Product Titles
Product titles are the headings that describe items listed on marketplaces. With this in mind, product pages need titles that provide a clear picture of what you’re selling to help buyers find your products.
Baymard Institute writes that the optimal title length for product listings should be 80 or fewer characters. One reason for this is accessibility. If you title is too long, then users may get fatigued when navigating long lines of text. Another reason is readability. If the title is too long, then results pages will truncate them.
Search keywords are also defining factors in optimising titles. Search Engine Land experimented with different title iterations for the same product. The study found that optimised product titles with built-in search terms resulted in an 88% clickthrough rate.
Adding Product Photos
When a customer lands on your product page, you only have a split second to catch their attention. According to MIT, the human brain processes images in 13 milliseconds, giving potential buyers a first impression of the quality of your brand and product with just a glance. Basically, high-quality images are a must on online marketplaces.
High-quality photos show people exactly what they’re getting when they buy something online. This is because they provide a more accurate proof of shape, color, texture, and more. They also help shoppers get a sense of the size of the product and ways in which they may use it.
Customers want to see product images, and they want to see a variety of them. Studies show that only 0.52% of consumers are fine with a single photo, while 33.16% prefer to see multiple photos, and approximately 60% prefer images that can provide a 360º view of the product.
Meeting the customer’s needs by providing multiple product photos can help them make a better-informed buying decision. A Weebly survey states that 75% of customers consider product images to be very influential in their shopping behaviors. Furthermore, the same survey notes that 22% of respondents returned items because they looked different in person than in the photo.
Writing Clear Product Descriptions
While humans are visual by nature, writing product descriptions and technical specifications are just as important as providing several photos. According to a Salsify market study, 87% of shoppers consider product descriptions as important factors when making a buying decision.
Add item specifics such as brand, make, model, colour, size, and style to help shoppers find your products. You also need to add keywords that buyers would use in their product searches and include related words they might use to search for your item. Describe the item as if there were no photos. Set expectations by indicating any flaws and avoiding using super incredibly amazing hype words.
When you add these details and descriptions to your listings, marketplaces and search engines will match you with the right buyers. You’ll benefit from:
- Increased search visibility – if you create product pages with matching specifics, then your listing will appear in buyers’ filtered search results.
- Improved search ranking – item specifics help move your listings higher in search results, both on marketplaces and search engines.
- Inclusion in new buyer experiences – marketplaces can showcase your products in cross-selling experiences that suggest relevant inventory to buyers.
Formatting needs just as much attention as what you’re writing. Make sure your spacing is consistent and add bullet points where you can. These make your product descriptions easier to read. You can also write key terms in bold for readers to see and take in specific parts of your product description.
Creating Optimised Product Pages Made Easier
Creating product pages is easy when you know the best practices. However, they can be time consuming, especially if you’re selling on several marketplaces and managing e-commerce sites. If this sounds like you, let Ozzca be your marketplace sidekick.
We offer store setup, integration, and optimisation services to help you sell more. Our team optimises stores and product pages according to marketplace standards for titles, keywords, descriptions, and images. We also map categories and index products for optimal searchability.
Already have a store with several listings but aren’t seeing results? Send us a message and request a free audit today.